It has billed itself as “Canada’s sports leader” for more than 15 years, but TSN is reminding Canadians it is also home to a diverse array of more than 60 championship events including the NBA Finals, Euro 2016 and The Masters.
The Bell Media specialty channel used the year’s most-watched TV event, the Super Bowl, as a springboard for a new multi-platform marketing campaign called “Champions Live Here.”
Created in-house by the Bell Media Agency, the campaign launched with a 60-second anthem spot highlighting the various major sports championships covered by TSN. The campaign will continue in heavy rotation across Bell’s TV, radio, digital, out-of-home and social platforms.
Jon Arklay, senior vice-president of the Bell Media Agency and brand strategy for Bell Media, said the campaign was designed to reinforce the perception of the service as the country’s sports leader, thanks to its offer of “unparalleled choice and moments that are so meaningful to a wide variety of sports fans.”
Arklay called the positioning a “natural and intuitive fit” for TSN. “When you look at the depth and breadth of the championships viewers can only get on TSN, the positioning reinforces two things: That TSN offers tremendous choice and value to our subscribers, and that champions and those unforgettable championship moments live on TSN,” he said.
The campaign comes with TSN locked in a fierce battle for viewers with Sportsnet, which has capitalized on owner Rogers Media’s massive NHL rights deal and the recent success of the Toronto Blue Jays to become, in its words, the country’s “#1 sports media brand.” Marketing is also owned by Rogers Media.
In a release issued earlier this year, Sportsnet claimed a 5.2 audience share from Jan. 1 to Dec. 31, 2015 compared with 3.9 for TSN, and an average minute audience of 216,000 versus 162,000.
Both services have moved to secure exclusive rights in anticipation of a battle for viewers and subscribers that will accompany the new pick-and-pay regime being introduced this year by the CRTC.
TSN has secured expanded coverage of The Masters, with all four rounds being shown on CTV/TSN this year, as well the ATP World Tour, UFC and the NCAA Frozen Four. It has also extended rights deals with the CFL through 2021, the French Open through 2024 and FIFA through 2026.
Bell Media also claims that it offers more than 1,000 hours of coverage of the tennis Grand Slams, 150+ hours of coverage of NCAA March Madness and more than 320 hours of Barclays Premier League coverage.
“Subscribers want value for their dollars, and we offer tremendous value to our subscribers through the breadth and depth of our programming roster,” said TSN president Stewart Johnston.
“[The new campaign] reaffirms the tremendous value we offer – more championship events, more games of consequence live on TSN. If you’re a sports fan, TSN is home to more sporting moments that matter the most.”
Can you tell me the name of the music track that is being used in these spots?
Thursday, September 01 @ 3:13 pm |